Brand Vision, Positioning & Purpose Archives

Jan 10 2018

Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Consumer Insight, Distinctive communication

Research for a recent brand vision project highlighted what is perhaps the best global brand campaign ever: ’You're not you when you're hungry’, by Snickers. We tipped the campaign for…

Nov 06 2017

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Start with WHAT, not WHY

By David Taylor Brand Vision, Positioning & Purpose, Uncategorized

It seems I'm one of the only people to dare question the logic in Simon Sinek's 'Start with why' approach to brands and business. So it was refreshing to read…

Mar 06 2017

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Airbnb: turning brand purpose into action

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight

I came across an interesting inside view of Airbnb whilst researching the brand for our new book - the brandgym: Rebooted for a Digital Age (out in September). The article…

Feb 08 2017

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B2B branding excellence: accenture

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication

"B2B branding is different. Do your 'Grow the Core' principles really apply here to?" This is a challenge I often get when training executives. And it is a fair challenge.…

Jul 11 2016

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Putting Pot Noodle back on the boil

By David Taylor Brand Vision, Positioning & Purpose

Post by Jon Goldstone, former UK VP of marketing for Unilever, now brandgym Managing Partner, Global At the recent Marketing Society Effectiveness awards I was proud to see some of my…

Jan 13 2016

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Will Lynx/Axe pull off their re-positioning?

By David Taylor Brand Vision, Positioning & Purpose

I am intrigued by what the global VP of Lynx/Axe, Rik Strubel, calls "the biggest re-positioning of the brand in the last 20 years", in a recent Marketing column. Check…

Mar 11 2015

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The power of the Brand CEO: Shultz and Starbucks

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance

In this post we look at Howard Shultz of Starbucks to illustrate the power of the Brand CEO: a leader who is the living, breathing embodiment of the brand. This follows the…

Feb 26 2015

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American Express realise the potential of their brand

By David Taylor Brand Vision, Positioning & Purpose

Hot on the tail of my post on bank Santander, here's another story about a financial services brand I admire: American Express. This is a brand that I use personally,…

Brand Vision, Positioning & Purpose68

Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

Start with WHAT, not WHY

Airbnb: turning brand purpose into action

B2B branding excellence: accenture

Putting Pot Noodle back on the boil

Will Lynx/Axe pull off their re-positioning?

The power of the Brand CEO: Shultz and Starbucks

American Express realise the potential of their brand

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